MSG91
Indian CPaaS for SMS, WhatsApp, voice, email, and OTP at scale
Founded 2008 HQ Indore India
Best for
- Indian SaaS and apps needing SMS OTP and notifications
- Teams wanting one CPaaS for SMS + WhatsApp + voice + email
- Mid-to-large enterprises with developer resources
- BFSI, EdTech, Logistics needing high-volume messaging
Not ideal for
- Non-developer teams wanting plug-and-play WhatsApp UX
- Pure D2C teams wanting commerce flows out of box (Interakt fits better)
- Solopreneurs not yet at scale
Key features
- •SMS API (transactional and promotional)
- •WhatsApp Business API
- •Voice API and IVR
- •Email API
- •OTP service with auto-read on Android
- •RCS Business Messaging
- •Hello (chat widget) and Knowlarity-style cloud telephony
- •Marketing automation (Campaign module)
- •Detailed delivery analytics
MSG91 — Pros
- +Cheapest entry-point for Indian SMS at scale
- +Multichannel CPaaS (SMS, WA, voice, email, RCS)
- +Reliable delivery and DLT compliance support
- +Wallet-based prepaid is finance-friendly
- +Indian support team
MSG91 — Cons
- −Developer-led — less polished UX for marketers
- −WhatsApp UI weaker than purpose-built tools
- −Wallet recharge friction for non-finance teams
- −Documentation is functional, not delightful
- −Some advanced features need sales engagement
Integrations
SalesforceZohoHubSpotWordPressRazorpayShopifyCustom APIs
Indian context
- GST: GST charged on wallet recharges and per-channel usage
- INR billing: Yes
- UPI support: Yes
- IST support: Mon-Sat 10am-7pm IST